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2 INTRODUCTION Imagine having a flood of highly targeted, ready to buy prospects landing on your website everyday When they get to your site the message and offers that greet them align perfectly with what they are looking for They are then compelled to buy immediately, request a call back or optin to your list for more info What would it mean for your business if this happened week after week, month after month and year after year? This is what a well planned and executed SEO (Search Engine Optimisation) campaign can provide for your business as part of your long-term digital marketing strategy. But with the rewards so high so is the competition. Everyone wants to be on page #1 of Google and there are many SEO agencies that offer to help you get there at any cost. (I ll show you some examples of commonly used blackhat SEO techniques a little later in this report.) With Google s constant algorithm updates, unethical SEO providers and the huge number of factors that go into determining your Search Engine rankings, it can be overwhelming to know where to start and how to choose the right company to boost your sales and profits via Google. But with this definitive SEO industry report you ll discover what is really working for SEO in

3 The Ultimate Guide To SEO Success In 2015 will show you Exactly what search engines such as Google, Bing and Yahoo are looking for when ranking your website in 2015 The common misconceptions around search engine results and what really produces the best returns on your SEO investment Costly mistakes that many business owners make that can get your website banned from Google altogether What to look for when choosing your SEO service provider and questions you should ask to see if they are legitimate SEO experts, or shady operators looking to make a quick dollar Ok let s get started 3

4 Pleasing The Google Gods I ll get into specific tips, strategies and things to look out for in just a moment But first I need to give you a very quick rundown on how SEO works. To gain high rankings for quality keywords your website and entire online presence must be attractive to Google (and the other search engines) and it s complex search algorithms. So before you can implement a SEO campaign that will drive more traffic, sales and profits to your site you need to understand what Google wants. Google s complete focus is on providing the best experience for their users. They know that if people can find what they are looking for when they type in a search term they will return again and again. If they continue to use Google they will also from time to time click on the paid ads that Google lists in their search results, which is where Google makes the bulk of its income. So if Google s focus is on providing a great user experience (which increases their own revenue) then you need to ensure that your website provides great value, information, education, products and services to the people who are using Google. In 2015 this is the only way to develop a SEO campaign that will continue to drive floods of high quality, targeted traffic to your website. So let s take a look at exactly how you can achieve this and things that you need to look out for to make sure your website doesn't get banned. 4

5 4 Common SEO Misconceptions Misconception #1: What Worked Yesterday Will Work Tomorrow Google is constantly updating its algorithm. In fact each year there are about minor updates, with the occasional rollout of a major Google update that can have a dramatic impact on your ranking in search results. The details of Google s algorithm and their updates is a closely guarded secret, so you can never afford to be stationary or lazy when implementing a SEO campaign. Your SEO provider must be tapped into the latest information coming from Google and the industry watchdogs to ensure your campaign is aligned with the latest updates and best practices. By working with an ethical SEO provider who understands the objective of Google (which we discusses in the last chapter), you can ensure that the digital assets you are creating in your SEO campaign will continue to increase your websites traffic, authority and attractiveness to the Google search engines for years to come. Misconception #2: SEO Can t Be Explained Easily While the technical side of an SEO campaign and the codes involved can be very complex, explaining and understanding the overall concept and tasks involved in a SEO campaign should be simple to grasp. 5

6 An experienced SEO expert will be able to walk you through exactly what actions they will be implementing and why in clear plain English (no technical jargon). If you speak with a SEO agency who cannot clearly answer your questions and help you understand exactly what you are paying for, and how they will generate a return on your investment then I suggest you keep looking. s Separate From Your Other Online Marketing Activities To generate the maximum profit from your SEO campaign it must be integrated with all your overall online marketing strategy and much of your offline marketing too. Social Marketing Public Relations Website Conversion Optimisation (copywriting, design, layout) Referral Marketing Pay Per Click Advertising All play a part in improving your Search Engine rankings and maximising the number of leads and sales it generates from the traffic it directs to your site. If you re SEO is not integrated with the rest of your marketing strategy you will never harness it s full profit potential. 6

7 Misconception #4: SEO Is All About High Rankings & Keywords When you hire a SEO expert what do you really want A pretty report at the end of the month that says you have 5 keywords ranking on page #1 of Google? Or This month your SEO campaign generated 711 website visitors for 44 conversions and $17,472 in revenue? I know what I prefer. A good SEO company will not only be able to get you good rankings on highly targeted, high traffic keywords, they will also develop and optimise your overall digital marketing strategy and online sales funnels to deliver measurable bottom line profits for your business. 7

8 3 Costly SEO Mistakes You Must Avoid Costly Mistake #1: The Lure Of Guaranteed Page #1 Results When searching for a SEO provider it is easy to be lured by the promise of guaranteed page one rankings within a week or a month. To all experienced and ethical SEO experts these claims are laughable, but to a business owner or marketing manager with little experience in online marketing it can be very attractive and dangerous. To provide these immediate results many SEO providers use Blackhat techniques such as Link Scheming Keyword stuffing Cloaking links Link farming These Black Hat techniques may fool Google and the other search engines for a little while and boost your page rankings very fast, but eventually these sites are found out and often banned from Google search results making your website invisible to anyone using the search engines. A quality SEO campaign can take anywhere from 3-6 months or more to rank your website on Page #1 for high quality keywords, but when done correctly and ethically you can attract free traffic from search engines for years to come. 8

9 Costly Mistake #2: Hiring Cheap Overseas SEO Contractors The often large variance in quotes from SEO companies can make it very hard for business owners to know what is a fair price to pay for SEO. You can find cheap SEO providers for as little as $350/month or some agencies that cost $12, So how are you supposed to know which one to go for? As with any investment a better way to look at it is to focus on your return. While a $350 SEO package may seem like great value (especially when they promise you the world and guaranteed page #1 ranking in your first meeting), there are many dangers that often end up hurting your website rankings much more than they help such as Using Blackhat Techniques Developing quality content, backlinks and digital assets that highlight your authority to Google takes time. Anyone who promises page #1 results in a few weeks or a month is most likely using blackhat techniques that will eventually get your website banned from Google. Poor Quality Content Poorly written, generic articles with misspellings and bad grammar will not help your business in anyway. If the people developing your articles and content are not fluent in English then your business will portray a very poor, unprofessional image and your content will not encourage quality backlinks. Poor Communication Your SEO provider should also be your digital marketing advisor and be able to integrate your SEO campaign with your overall online marketing strategy. 9

10 Cheap overseas SEO companies are almost impossible to reach after they sign you up to a contract and if anything goes wrong (such as getting banned from Google) they cannot be held responsible for destroying your businesses online marketing. Understanding your business objectives and developing a custom SEO strategy to achieve your goals requires open, honest and ongoing communication. A report at the end of each month showing your ranking improvements does not mean your sales and profits are growing. No Accountability The business model of these overseas contractors is to sign up as many companies as possible for as long as possible. There is no long-term plan and no accountability for actual sales results because they expect to turn over their clients after the first few months. Many are already focusing on attracting new clients while your website remains invisible to your target market. Finding a long term, quality SEO partner can deliver a constant flood of targeted leads and sales to your website if you are willing to invest in doing it properly. This doesn t mean you need to spend $10,000/month but you do need to expect to invest a reasonable amount for a professional SEO team that will build your online assets and provide outstanding long term return on your investment. 10

11 Costly Mistake #3: Signing Long Term Contracts I ve always been amazed at how many SEO companies will try to lock you in with long-term contracts. This immediately rings alarm bells for me. If they are providing a good service and delivering good results why do they need a legal contract to keep you as a client? At Strategic SEO we have no contracts and will even refund our clients money if they are not happy with our services. Read More About Our Money Back Guarantee So don t get locked into any long-term SEO contracts. An ethical SEO expert will explain before you invest that it may take 3-6 months to start seeing higher search engine ranking for good keywords, but in the meantime they should also have a strategy for delivering more traffic and sales improvements immediately. 11

12 What s Really Generating Profitable SEO Results In 2015 Ok now we ve covered what not to do I m going to show you exactly what IS working to deliver targeted traffic and more sales and profits through Google and the other search engines in Creating Great Content Content is king. A good SEO campaign is all about developing evergreen digital assets that promote your company in the best light, attract attention and links from the leading websites in your industry, and engage the type of client you want to do business with. Your SEO content strategy should include articles, videos, case studies and infographics to name a few. But always remember it s quality not quantity that is working best in today s SEO. Integrate SEO With Overall Digital Marketing Strategy A good SEO campaign can drive a lot of traffic to your site, but if your website has poor copy, is hard to navigate, does not a have a good lead follow up system or simply loads too slow, then you will not maximise your profits. Your SEO provider should provide a plan to integrate all aspects of your online marketing into a highly efficient system that delivers leads and sales week in, week out. 12

13 Targeting Precise Buyer Keywords The keywords you select for your campaign is of immense importance. There is no value in ranking page #1 for 100 keywords if they are not highly targeted to your business and receive low traffic. Also each keyword will reveal what stage of the buying process a prospect is at. So while one keyword may receive more traffic, the quality of traffic from the lower traffic keyword can be much more valuable. For instance if you were selling a Chinse Language Course the quality of lead you will get from Learn Chinese will be much lower than if you were ranking for Buy Mandarin Language Course. By being more precise you reduce your competition and attract much better quality traffic. Integrate PR with SEO Campaign With such intense competition for quality keywords in 2015 you need to think outside the box and get creative when developing a successful SEO campaign. Integrating Public Relations as part of your campaigns is a great way to make valuable industry contacts that can provide high value back links and referrals that conventional online strategies simply can't match. By targeting your public relations campaign to influential websites, magazines and other media outlets in your industry you can get the edge on your competitors and maximise your rand exposure. Developing A Strong Social Media Presence Social Marketing and SEO are tightly interwoven. There are a number of ways that a strong social media presence can boost your SEO rankings Google takes into account the quantity, quality and engagement you have with your social media followers when ranking your site. 13

14 Social media channels are a great way to share your high quality content and attract external inbound links to your site. Increasing your brand awareness and authority through social channels will result in more searches for your brand specific products or services, which increases your ranking for unbranded keywords Developing Mobile Friendly Website Mobile Internet use has now overtaken desktop Internet browsing. So if your website is not optimised to display correctly on mobiles and tablets Google is going to punish you. You can see if your website is mobile friendly. Ensuring your website is mobile friendly is something your SEO provider should help you with as part of their service. Optimising For Other Search Engines I know I have spoken a lot about Google in this report but this doesn t mean that you can forget about the other search engines. Yes Google is the major player and most important search engine but Yahoo and Bing are growing in influence and potential traffic for your site. Yahoo is now the default search engine for Firefox, and Google s deal with Safari is up later this year, meaning that you can generate a lot of traffic from these search engines as part of your SEO. Your SEO provider needs to be on top of these developments and ensure that your website is attractive to all search engines, not just Google. These are just some of the most important elements of a successful SEO campaign in To ensure that these elements are part of your SEO campaign I have provided a list of questions you should ask any SEO provider before hiring them. 14

15 7 Questions To Ask Your SEO Provider Before Hiring Can you explain in simple terms exactly what you will do as part of your SEO strategy and how each of those activities will improve my ranking? What is your content strategy plan? What type of content will be created and who will be creating it? How will you integrate our SEO campaign with the rest of my online marketing to maximise sales and profits from my investment? Do you provide conversion optimisation recommendation as part of your service? Do you offer a Money Back Guarantee if I m not happy with your service? What does your monthly report include? Is it only keyword rankings and traffic or will you track conversions and sales to measure my return on investment? Do you have lock in contracts? If yes, why? How can I reach you if I need? Will I have a dedicated account manager who is an SEO expert to answer all my questions and concerns? Don t be shy. Asking these few simple questions could save you a lot of money, headaches and wasted time. Any quality SEO provider will be more than happy to answer these questions for you on the spot. 15

16 The information you have just learned makes you more educated about SEO than 98% of business owners. You can now use this information to ensure you find the right SEO partner for your business. Now You re Ready To Use SEO To Grow Your Sales And Profits I use the word partner because whomever you choose should be committed to your long-term success and developing a strategy that will consistently increase your online leads and sales for years to come. By talking to them and asking questions you will get a feel for their level of service, expertise and dedication to bottom line results (not just rankings). 16

17 FREE SEO AUDIT Before you can start or improve your current SEO campaign you need to know how you re website currently fulfils Google s search ranking criteria. At Strategic SEO we provide a FREE Website Audit to identify instant improvements you can make to your site to increase your search engine rankings. This is a detailed audit valued at $500 and for a limited time you can claim if for free right here. Claim Your FREE SEO Audit Now If you have any questions about SEO or digital marketing you can a message for me here and I ll get back to you with my honest, non-tech feedback and answers. I hope you enjoyed this report and if you would like to have my company develop and implement a successful SEO strategy for your business call me on for more information. Regards, Katina Beveridge 17

18 About Katina Beveridge I ve been working in Sales and Marketing, and specifically the Digital Marketing industry for over 10 years. Before starting Strategic SEO I worked with some great (and some not so great) SEO agencies. Though I began to notice as a consultant working for other companies, I was always hearing the same question over and over again from my clients. It s great I m ranking on page one of Google and getting a lot more traffic, but how do I convert that into more sales and revenue for my business And that is exactly why I decided to create Strategic SEO. To provide premium level SEO services that focus on delivering measurable sales and profits to your business. We understand you're a busy business owner not a digital marketer. So as your SEO service provider we feel it s our duty to take on the roll of your Digital Marketing Partner, someone who is there whenever you need, and will go deeper to ensure the work we doing to improve your Google rankings is actually converting in to real sales and profits for your business. 18

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